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246 Part IV Promotion and Monetization

Figure 22.1 Promoted videos at the top and right side of a YouTube search results
page.

Not surprisingly, YouTube’s promoted videos work just like traditional text-based
PPC ads, such as those in Google’s AdWords program—with the addition of a video
thumbnail to accompany the ad’s text. This is a pay-per-click program, just like
AdWords; you’re charged only when someone clicks on your ad. You bid on specific
keywords and pay a certain price per click.

And remember, you’re advertising a video on the YouTube site. You’re not advertis-
ing your own website, or your business—just the selected video. It’s an ad for the
video that appears in the Promoted Videos section, and it’s the video that displays
when someone clicks the ad. The Promoted Videos service, then, exists to help
advertisers get more views for their YouTube videos—nothing more and nothing
less.

Creating a Promoted Videos Campaign

You can set up advertising campaigns for any video you’ve uploaded to the YouTube
site. In fact, you have to promote each video individually; you can set up separate
campaigns for different videos, but you can’t set up a generic campaign for all your
videos.

Getting Started

To create a Promoted Videos ad, click the down-arrow next to your user name at
the top of any YouTube page, then select My Videos. When the My Videos page
appears, click the down arrow next to the video you want to advertise, then select
promote. This displays the Choose Video page, shown in Figure 22.2; once again,
select the video you want to advertise, then click the Next, I Agree button at the
bottom of the page.